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Project Management Tools, Processes, and Habits with Gray MacKenzie | Perpetual Traffic EP 550
29 ideas de marketing sacadas de «Project Management Tools, Processes, and Habits with Gray MacKenzie | Perpetual Traffic EP 550», de Perpetual Traffic…
- 29 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 03 min
- Publicada en 2023
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Enfocar las revisiones de clientes en alertas críticas y variaciones de puntaje
Retención y relación con el clienteEn las reuniones semanales de entrega no revises cada cuenta de forma exhaustiva; enfócate exclusivamente en las cuentas con puntuación crítica (3 o menos) y en aquellas que hayan experimentado cambios en su puntuación respecto a la semana anterior para extraer aprendizajes rápidos.
you know whoever's running the weekly delivery team meeting and they're going through stuff we're not looking at every single client account I'm looking at where there's been a change in scores and I'm looking at anyone who's a three or lower um is kind well that's change in scores so you would look at it even you know if they hop from a three to five you'd isolate that and say hey jump to make like walk me through what can we learn from that um and how can
Escúchalo en el minuto 31:34
Mensaje y copywritingPara captar clientes en consultoría u operaciones, conviene usar como gancho de marketing la herramienta de moda que el mercado busca activamente (el 'botón fácil'), y una vez dentro educar y entregar la solución real basada en procesos y hábitos.
um like if you look at our marketing right now there's a ton of stuff about clickup we're very clickup Centric and that's you know the old adage of um you know sell them what they want give them what they need it's like that's where there's way there's way more eyeballs looking at everybody wants to move to click up and you're just easy Buton click up and and the and so that's what we're going to attract people in with from a marketing perspective then we're going to try and educate them on we can give you the best clickup setup in the world if your team doesn't know how to
Escúchalo en el minuto 19:32
Medición y experimentosPara que la inteligencia artificial pueda optimizar campañas o asignar tareas eficazmente en el futuro, las empresas deben documentar y estructurar sus datos operativos desde ahora; la IA funciona bajo el principio de «basura entra, basura sale» y solo genera ventaja competitiva si cuenta con un historial limpio de lo que ha funcionado.
the people who are going to benefit the most are the folks who have a data architecture that makes sense and they've actually been tracking stuff and going to have in place and so there's going to be a huge Advantage given to people who've had strong project um your ability to do so is predicated on the systems that you have in place AI is not going to be able to build those going to use the systems that you have on your behalf and it's trash in trash your business is um we need to have a data set that AI can learn from and it can identify what TR like what things have we done that have…
Escúchalo en el minuto 40:47
Sistema semanal de puntuación de salud del cliente (1 a 5)
Retención y relación con el clienteEvalúa la salud de las cuentas semanalmente en una escala del 1 al 5 asignada por el gestor de cuenta, combinando el cumplimiento objetivo de metas (y su tendencia) con la calidad y solidez de la relación percibida.
normal recommendation would be that your client Health score is like a one to five scoring system and the only all but a five would be we are meeting or we're exceeding the goal today from right now and the trend is not negative so it's either staying strong or it's trending up so that's the result side the other piece I would look at is and the client relationship is so strong you question today and this is manually set by whoever the account manager is and they probably do this on weekly Cadence that that metric that client Health score is up to date and there you know
Escúchalo en el minuto 30:14
Gestión operativa de equipos mediante scorecards objetivos para permitir el escalado
Estrategia y decisiones de negocioPara escalar una agencia o departamento de marketing, la gestión debe basarse en un cuadro de mando (scorecard) con métricas objetivas (como tasa de utilización, margen bruto, salud del cliente o entregables vencidos), evitando depender de percepciones subjetivas que divergen inevitablemente a medida que el equipo crece.
our average client Health are we up or are we trending down um what's our utilization rate across you know if we're running an agency that's something that we're interested in um gross margin if I'm running an in-house marketing team my metrics change a little bit and I might look at um what deliver how many overdue deliverables do we have or there is how do we run our organization and team off of objective measures instead of subjective feelings um because it's super hard to like about a six out of 10 the more that team grows the more account managers or whatever rule you have you get people…
Escúchalo en el minuto 35:06
Los tres pilares de la gestión de proyectos: herramientas, procesos y hábitos del equipo
Estrategia y decisiones de negocioLa gestión de proyectos descansa en tres elementos: las herramientas (que aportan eficiencia), los procesos (que aportan eficacia para lograr el resultado correcto) y los hábitos del equipo (el cambio de comportamiento que sostiene todo). Las empresas suelen perder tiempo saltando de software en software u optimizándolo en exceso, cuando el mayor impacto proviene de clarificar con precisión qué debe hacer cada…
cnly as possible there's three keys to making project management work well there's obviously the tool side which is what we all get caught up in and think about then there's the process side what are we actually running and so if you think about efficiency and efficacy like the tool is to help us be more efficient the process is how efficacious will this uh you know like are we shooting are we doing the right stuff to get the right outcome that we want and the big piece that powers all of that is the team habits and so project management is just a fancy word industry whatever that we've…
Escúchalo en el minuto 6:27
Retención y relación con el clienteEl Net Promoter Score (NPS) es una herramienta ágil para evaluar la satisfacción de clientes en contratos recurrentes; conviene enviarlo periódicamente (por ejemplo, cada 90 días en cuentas estándar) e intensificar la frecuencia de contacto y seguimiento en aquellas cuentas de mayor facturación.
anecdotal um either an I mean so like NPS is still all the systems are flawed um but NPS is the easiest fastest net promoter score is like the the best um bang for the buck and it looks a little different depending on how tightly you're you know if you're working on someone's uh you know you're running Google ads for somebody um and they're on a retainer and they're paying you five grand a month I might measure their NPS I might send The NPS survey once every 90 days and if you're doing that at 50 Grand or you know 500 Grand a month that looks a lot different what the touch points are going…
Escúchalo en el minuto 23:49
Oferta y precioEn empresas de consultoría o servicios de implementación de software, transferir los descuentos y beneficios de los acuerdos de afiliación directamente a los clientes (en lugar de cobrar comisiones de recomendación) reduce la fricción de entrada y potencia la captación y retención, concentrando los ingresos en los servicios de valor añadido.
2017 and so we had a choice to either take a uh kind of a big cut of in terms of commission of all these folks or give we had a whole bunch of clients we were migrating over uh give them longer extended free benefits on clickup and so we figured hey we're going to make our money on the servicing side this will make it easy for us to retain our clients and um and get new clients if we have this deal so we've got a pretty sweet deal in terms of folks being able to get on to clickup um at a like they would prefer us to say it uh for a free period of time before they have to start paying for…
Escúchalo en el minuto 1:01:15
Momento óptimo para sistematizar la gestión de proyectos: post product-market fit
Estrategia y decisiones de negocioEn etapas tempranas de validación, invertir demasiado tiempo diseñando sistemas complejos de gestión de proyectos es un desperdicio; la sistematización y diseño de SOPs debe priorizarse tras validar el product/service-market fit y comenzar a escalar el volumen de clientes.
because it it it's so gray you know if you're too small and you do it you're just infrastructure heavy and you're should be out selling not writing Sops because you have you have nothing the ROI of all this comes down to how many projects are we managing at any been a huge waste of time to spend a huge amount of time designing some complex project management solution for that so we weren't at the right stage there weren't enough projects going enough volume to make it makes sense to should have been pretty inefficient with our project management at the beginning and then kind once you figure…
Escúchalo en el minuto 2:07
Formular ganchos B2B basados en motivación de equipos frente a la gestión administrativa
Mensaje y copywritingEn la venta de servicios y herramientas de operaciones o gestión de proyectos, formular ganchos centrados en la motivación del equipo (por ejemplo, «¿tu sistema de gestión de proyectos realmente motiva a tu equipo?») resulta más memorable y persuasivo para directivos y dueños de negocio que enfocarse únicamente en el orden administrativo o el control de tareas.
turning um one of the sound bites that you offered really piqu my interest I've got 100 employees and every employer ever wants to and they're all virtual so phenomenal but I do want the most out of them um and you said does your but is does your project management solution actually motivate your team and dude that's freaking huge approached me with that that'd be hard for me to forget you know you want the marketing message that people think about after the fact like they can't sleep and that that would have been it for me is is does my project management setup actually motivate my team and
Escúchalo en el minuto 48:02
El software que exige disciplina operativa sufre alto churn si el mercado carece de madurez en procesos
Retención y relación con el clienteLas herramientas de software cuyo valor depende de que el cliente tenga procesos rigurosos sufren una tasa de cancelación elevada (superior al 5% mensual) cuando se venden a un mercado masivo sin madurez operativa. Si el usuario no cuenta con disciplina interna, culpa al software y lo abandona rápidamente, lo que hace inviable el modelo puramente SaaS sin una capa de consultoría o servicios de cambio de…
because there's more time to be like hey this is not working we cannot get churn consistently below 5% monthly um with this um very like process driven project management software if you have great processes you love the tool and if you don't you hate the tool and you turn out pretty quickly and most of our audience base most organizations in the world are not super process driven what an
Escúchalo en el minuto 10:45
Los tres pilares del cuadro de mando para la gestión de clientes en agencias
Medición y experimentosPara eliminar el caos operativo y mantener visibilidad en un negocio de servicios o agencia, el cuadro de mando de gestión debe estructurarse en torno a tres pilares: la actividad del equipo, los resultados entregados y la salud de la relación con el cliente.
that you need so really the place to start I think for most teams is to Define what that scorecard should look like in an agency ecosystem I know I need to see uh what is client Health uh at all results so there's activ and results obviously like the the key pieces here are what's our activity what are the results um from that and then what's the health of the client relationship like the three pieces that all come
Escúchalo en el minuto 22:37
Medición y experimentosMonitorear el tiempo y las horas de trabajo en agencias fomenta una cultura de sospecha y penaliza a los empleados más eficientes; es preferible evaluar el rendimiento mediante métricas de impacto como retención de clientes, NPS e ingresos generados.
really obsessive with culture it's why I don't like to track hours yeah because I I realize that tracking hours and screenshotting desktops are Worlds Apart but they live on the same spectrum of Suspicion and so for me and I I'm not um you know if if Sally spends three hours a day working and Jeffrey spends 10 hours a day working but Sally has more clients are happier I want more tracking the wrong thing that's what I'm with time my most efficient employees my best employees spend the least time on at the goals that I Define things like Revenue NPS scores client performance retention is huge
Escúchalo en el minuto 53:19
Estrategia y decisiones de negocioLos fundadores tienden a asumir que sus colaboradores buscan el mismo nivel de autonomía y tolerancia al caos que ellos, cuando en realidad la mayoría del equipo requiere mayor estructura, claridad de expectativas y límites definidos para desempeñarse con éxito.
that we want as entrepreneurs is not the same level of autonomy that many many team members want like they're working in an organization because they're not wired the same way so we all the natural tendency is to take whatever we want and assume that other people want the same thing and it's like um they actually want more structure more Direction more clarity than we would want because we're comfortable operating a CHS that's the reason that these other totally mature responsible awesome adults who actually crave a lot more structure and Clarity and hey do this in this way and here's the…
Escúchalo en el minuto 56:28
Definir el cuadro de mando como primer paso ante el desorden operativo
Medición y experimentosCuando una operación o área de marketing esté desorganizada, el punto de partida debe ser definir el cuadro de mando (scorecard): explicitar qué indicadores representan el éxito revela automáticamente qué datos faltan por medir y cuáles son los siguientes pasos prioritarios.
way it's really really well done I said where do you start everything's a mess I'm a CMO or a director of marketing or a business owner whatever where do you start and it's Define your scorecard Y and that is that is a badass answer because the the thing I like about defining your scorecard is first define your scorecard what's nice about that is it starts to let you know where to begin it's like man I in order to even have this scorecard I have to track these three things and I'm only tracking two out of three three of them so now I now I have my next steps yeah yeah
Escúchalo en el minuto 34:21
Métricas alternativas a las horas para medir capacidad en agencias y servicios
Medición y experimentosAunque el seguimiento de horas trabajadas es válido en ciertos escenarios, medir la capacidad operativa mediante indicadores de volumen —como número de clientes gestionados, cantidad de proyectos o presupuesto publicitario administrado— suele ser más representativo y práctico.
there's cases where absolutely that's that's the right metric to use and I don't run away from that at all and there's a lot of cases where if you can use number of clients managed you know X of these projects amount of AD spend managed that makes a lot more
Escúchalo en el minuto 1:00:14
Estrategia de contenidosUna aplicación práctica e inmediata de la IA en la gestión de proyectos de marketing y contenidos consiste en generar automáticamente listas de subtareas a partir de un entregable matriz (como las fases de agendamiento, producción, notas de agradecimiento y difusión social de un podcast).
work um I think um the ability to have it create out outline tasks from um copy or take parent tasks and stuff and create suggested subtasks is one of the most useful starting points for a lot of teams right got a parent hey I'm doing this uh podcast so to do that I need to schedule it I've got a do whatever prep you know afterwards I've gotta send over a thank you note then I've got to share it on social those are my subtasks of this
Escúchalo en el minuto 44:09
Retención y relación con el clientePara gestionar la retención y el estado de salud de múltiples clientes, es más efectivo acordar y medir un único objetivo principal fiable (como ROI o MRR en lugar de métricas intermedias) y evaluarlo de forma binaria (cumplido / no cumplido) junto a su línea de tendencia.
but uh we've changed everything about our agency we refuse to accept anything but one goal so if you say hey I need you know we're going after subscribers and revenue not going to take you as a client we have to go out after one goal and the goal has to be something that we can rely on on we won't take Raz we won't take CPA but we will take Roi we will take myrr and so that one goal is the thing that we have in our clickup dashboard and I I actually have every single client on one view where I can see their goals and then it's binary it's are we meeting the goal and are we not and if we're…
Escúchalo en el minuto 29:24
Modelos de gestión de capacidad operativa en agencias de servicios
Estrategia y decisiones de negocioEl control de tiempo debe utilizarse como instrumento de planificación de capacidad operativa y no de microgestión; alternativamente, en agencias de adquisición pagada, la capacidad puede gestionarse mediante el volumen de inversión publicitaria administrada por persona en lugar de horas estrictas.
and totally people get time tracking thing um when used well it's a way for to do capacity it's the easiest way kind of the default way to do capacity management and say okay I know I've got 40 of these units to work with on average a new client coming on board this client's going to take you 10 of those hours every week so I know that you can do um exore clients uh paid acquisition firms probably are the most common or one of the most common um types of teams who do capacity management differently and say you're managing you know it could be how much spend are you managing by spend I pay by…
Escúchalo en el minuto 58:46
Uso diferenciado de IA y plantillas prediseñadas en la gestión operativa
Estrategia y decisiones de negocioLa inteligencia artificial es eficaz para eliminar el bloqueo de la página en blanco sugiriendo subtareas en entregables nuevos, pero para flujos de trabajo consistentes y recurrentes es superior utilizar plantillas diseñadas intencionalmente en lugar de delegar la estructura a la IA en cada ocasión.
people but the task creation piece especially for folks who are new into the platform that's been really helpful because it's so much easier to edit than to start with a blank blank screen and so you put in your here's the deliver to try and do suggest these task to me now if it's something that you do consistently I'd much rather have a pre-built template that you've intentionally thought designed rather than trusting AI every time to come up with something um but those are a couple
Escúchalo en el minuto 46:06
Retención y relación con el clientePara evitar tasas de respuesta bajas (como un 10%) al medir NPS en servicios B2B, se debe fijar como regla de interacción explícita desde el onboarding que responder a la encuesta periódica forma parte del servicio, además de alinear los incentivos del equipo.
but every new client that comes on um you get to set whatever Rules of Engagement you want to set so a ton of people have rolled out NPS and said it doesn't work like 10% of people actually respond to this thing and if you don't set the expectation that's going to be part of the engagement um you're not going to get responses and also if you don't incentivize and drill that into your team as well you're also not going
Escúchalo en el minuto 27:42
La gestión de proyectos no se reduce al software
Estrategia y decisiones de negocioLa gestión de proyectos no se resuelve fundamentalmente comprando software; implementar herramientas sin un sistema y diseño de procesos adecuado genera un gasto ineficiente de recursos.
was just saying project management is not fundamentally about software I've project management is not fundamentally about software even though that's where the bulk of the dollars go trying to solve project management challenges yeah started the conversation with it's not just about going and getting a software and saying cool got clickup we now have project management thank God go I'm
Escúchalo en el minuto 1:11
El doble coste de la gestión de proyectos: inversión previa vs. ineficiencia operativa
Estrategia y decisiones de negocioToda empresa paga el coste de gestión de proyectos de dos formas: invirtiendo tiempo y esfuerzo en diseñar sistemas eficientes, o asumiendo el coste posterior en entregas tardías, proyectos perdidos, márgenes reducidos y agotamiento del equipo.
because everyone's paying a cost one way or another you're either paying a cost to have a better system so that project management is easier there's less friction and you're more efficient you're saving more time and money as you're managing projects down the road either paying the cost in terms of you've spent the time and effort to have a well-designed project management infrastructure for your business or organization or you're going to pay the you're going to pay the cost you know down the road by not making that investment where projects or in the you projects fall through the cracks or…
Escúchalo en el minuto 2:32
Herramienta horizontal de gran alcance frente a software verticalizado por nicho
Marca y posicionamientoAl seleccionar o competir en categorías de software B2B, las plataformas masivas horizontales cuentan con más recursos y ritmo de desarrollo pero atienden a todo el mercado, mientras que las soluciones verticales especializadas en un nicho concreto (como agencias) logran mayor alineación y ajuste operativo para ese segmento específico, aun con un ritmo de desarrollo más acotado.
curious to see you've got clickup uh way more reach way more resources growing very quickly but growing for everyone teamwork um GNA lower velocity in terms of product development but they're solving just for this agency case they found religion a couple years ago went back to just the agency use case and so we're more aligned on the teamwork.com side uh than with clickup in terms of who we're both trying to serve there's um more overlap as a percentage of our audience base but the odds that either
Escúchalo en el minuto 14:05
Benchmarking anónimo entre empresas pares para optimizar rentabilidad
Medición y experimentosComparar métricas agregadas de rentabilidad y utilización contra cohortes anónimas de agencias de tamaño similar permite a los directivos evaluar su desempeño relativo y gamificar la mejora operativa sin comprometer datos individuales.
to be able to take that and for folks who opt in do like um basically Benchmark groups and be able to say hey would you like to compare yourself to six other agencies or 60 other agencies who are between 80 and 150 team members and see what their profitability looks like and what their utilization looks like and you're just seeing the Benchmark you're not seeing individual data so I think that's how people opt into it and that creates some for the kind of exec or leadership level
Escúchalo en el minuto 50:53
Mantener fijo el problema del cliente e iterar el vehículo de entrega del servicio
Oferta y precioResolver un problema central de operaciones para agencias no requiere atarse a un único modelo de entrega: ZenPilot pivoteó de un modelo SaaS propio (DoInbound) hacia una consultoría de implementación sobre herramientas existentes tras comprender que el valor para el cliente radicaba en la adopción del proceso y no en construir otra pieza de software.
would say is we've been solving the same problem there's no iteration in the problems that we're solving like we're still trying to solve the same problems we're still trying to help um agencies and marketing teams streamline their operations fix their project management but huge iteration in terms of the shape that that takes this started as a software um product and the biggest like the lowest point professionally in the biggest kind of identity crisis that we've gone through was when we were married to the idea that we're going to solve this problem with software and it's way sexier to be…
Escúchalo en el minuto 8:56
Medición y experimentosEl benchmark de la industria para el Net Promoter Score (NPS) en agencias ronda los 50 puntos; alcanzar una puntuación de 60 o más sitúa a la empresa dentro del 20% superior.
for from an NPS perspective yeah if you're running an agency like the industry Benchmark is and this goes up and down and bounces around but in the neighborhood of 50 um if we see a firm that's at 60 plus like they are uh in the top 20% of firms in terms of NPS
Escúchalo en el minuto 26:11
El sesgo hacia herramientas provocado por la publicidad masiva de SaaS
Investigación de mercado y clienteLa alta inversión publicitaria de las empresas de software condiciona al mercado a creer que los problemas operativos se solucionan comprando una nueva herramienta, desviando la atención de los hábitos y procesos internos y disparando la rotación de plataformas.
you're spending ad dollars like these software companies spend so much uh because of the way that our economy Works where software businesses are valued so much more highly and they can have a higher cocktail TV um you know they're they're willing to spend a lot more money to acquire customers all the marketing about fixing project management is about tools um and so that's where all the focus goes that's what all the you that's our natural tendency when we're told hey here's the way to solve this it's a it's a painful problem I'm looking for Solutions and all the things that are grasping for…
Escúchalo en el minuto 17:10
Frecuencia de rotación de herramientas de gestión de proyectos en agencias
Medición y experimentosLa agencia de servicios promedio cambia de herramienta de gestión de proyectos cada 19 meses, y en equipos de menos de 5 personas la rotación ocurre prácticamente cada año.
what's weird is the average agency switches PM tools every 19 months really they're above if you get below five you know they're switching tools every year
Escúchalo en el minuto 16:07
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